June, 2018    SMM-180

Less is more

In most life science companies, the brand plan document is not fit for purpose. Intended to communicate the plan and gain commitment, It is typically a time-consuming tome that is rarely read and often ridiculed. The problem lies not in the content but in the way that it is structured. In this article, I describe the way that brand plans are evolving into something better adapted to the 21st century life science industry.